Personalise e-mails with merge tags
Every merge tag a Monfri e-mail fills — the person, your brand, the campaign, the unsubscribe link — your own fields from an import, where tags work, and what happens when a value is missing.
A merge tag is a word in double curly braces — {{first_name}} — that each recipient's own value replaces when the e-mail goes out. Hi {{first_name}} becomes Hi Maria for Maria and Hi Ivan for Ivan.
The tags
| Tag | Becomes |
|---|---|
{{first_name}}, {{last_name}} |
The person's name. When only a full name is known, it is split: the first word is the first name, the last word the last name. |
{{name}} |
The full name. |
{{email}} |
Their e-mail address. |
{{city}}, {{country}} |
Where they are, if you have it. |
{{store_name}}, {{company_name}} |
Your shop's or company's name, from the Hub. |
{{store_url}}, {{cart_url}} |
Your site's address, and the address of its cart page. |
{{company_address}} |
Your postal address, from the Hub's workspace settings. |
{{campaign_name}} |
The campaign's name. |
{{send_date}} |
The day of sending, as 10.10.2026. |
{{current_year}} |
The year — handy in a footer: © {{current_year}}. |
{{unsubscribe_url}} |
The person's own unsubscribe link. |
In the editor, More ▾ → Merge Tags lists them; click one to copy it.
Your own fields
Every extra column of an imported file becomes a tag with the column's name: a column vip_level gives {{vip_level}}, a column points gives {{points}}. See Import contacts from a CSV file. A subscriber's own fields are on their page under Custom Metadata.
Where tags work
In the subject, the preheader, text, buttons and links — https://shop.com/?ref={{email}} works too. In recipes, Automation adds its own — the products of a cart, an order number — and the ready-made templates use them.
When a value is missing
A tag with no value for that person is left out: Hi {{first_name}}, becomes Hi , when the first name is unknown. Write texts that read well either way — Hello, rather than Hi {{first_name}} — or make sure the field is filled in your list. In recipe e-mails, a missing first name becomes friend (приятелю in Bulgarian templates).
If something doesn't work
A tag came out empty, though the person has the value
The tag is spelled differently from the field — {{ first_name }} with spaces, or {{FirstName}} — so nothing matches it and it is left out. Use the exact names above, in lower case, with underscores.
The tag came out with its braces
It has characters a tag cannot have — a hyphen ({{first-name}}) or a fallback ({{first_name|default:there}}, which Monfri does not support). Use letters, digits and underscores only.
A test e-mail shows friend instead of my name
Test Send fills sample values, because a test has no subscriber. A campaign uses each person's own name.
The first name is empty for most people
Your list has no first names. Add a first_name or a name column to the file and import it again: existing people are updated.